Mediatization is emerging as an influential new concept that places the media at the centre of all kinds of important cultural, political and social developments. However, it has so far attracted little critical evaluation. In this article the authors identify three areas of concern, namely, how causal processes are thought about, how historical change is understood, and how concepts are designed. It is hoped this article will generate critical debate and reflection to prevent the term from being applied so inconsistently and indiscriminately that it becomes a ‘concept of no difference’.